A recent dust-up involving social media and the World Cup is yet another lesson in how much care is needed when wading through the interwebs. The stumbleinvolved Delta Airlines and the U.S. team's win over the African nation of Ghana. Soccer remains something of a distant and rarely seen cousin among American professional sports, so its fans were understandably excited about this victory on the international stage. The social media team at Delta put up a congratulatory message on Twitter with the U.S. represented by a sunrise silhouette of the Statue of Liberty and Ghana represented by a sunrise silhouette of a giraffe. Just one problem: there are no giraffes in Ghana. The Internet promptly howled with indignation. Delta was blasted for its ignorance of African fauna and was even accused of racism. A PR site I visit regularly entertained a lively discussion, with opinions ranging from "oops" to suggestions that the staffer to be fired. (Delta later offered an apology--which, sadly for them, included a typothat only added to the brouhaha.) No doubt this was an honest mistake. Some unfortunate staffer wanted a simple pair of images that represented the opposing countries, found two that were somewhat similar in composition, and plowed ahead without adequate thought or diligence. A rookie error, yes, but hardly worth the public outcry it prompted.

(I can't help wondering how many of these self-righteous critics can find Ghana on a map....) Even so, it's a reminder that social media is like a chainsaw. It's a wonderful and powerful tool that needs to be handled with great care, skill and respect. A giraffe gaffe is a minor kerfuffle and should be viewed that way; the broader lesson of diligence, accuracy and sensitivity in every social media encounter is one we should all take to heart.